What Makes a Great Webinar Email?

Great Webinar Email

Email may be the cornerstone of an effective webinar marketing plan, but not all emails are created equally. Some can be registration-generating machines, while others fall flat.

Well, like most things, it’s not so simple. Here’s our formula for the ultimate webinar email.

The From Line

All emails have both a “sending address” (not visible to recipients) and the publicly displaying “from” line. In all email platforms, you must set up both.

The sending address can be whatever your company prefers to use, like an email box a team member is monitoring. Beware this box will get all the out-of-office replies and bounces notices. For this reason, most organizations use an alternative, like customerservice@domainname.com or training@domainname.com, and send replies to a folder. You can also designate a member of your team to clean up the responses following an email blast. 

The “from” display text is the verbiage users will see in the “from” line of their email box. It can be a company name, a person, a department—you should choose what you think recipients will recognize. This will also and give you the most brand recognition. Using a company name is an obvious choice, as recipients will know who it’s from and are less likely to confuse it with SPAM or a phishing scheme. 

If you decide to use a personal name, it is beneficial for the company name to follow in the address. This is so your recipients will trust where the email came from, even if the personal name is not well known outside of the company. Whichever you go with, don’t be afraid to test different options or even mix it up with each deployment.

Read our previous blog post, “Best Practices for Webinar Email Marketing”

Pre-Header Text

Pre-header text is the language you see in your inbox after the subject line. The email systems of Most B2B recipients have the email modes (Inbox, draft, sent, etc.) and directories on the left, and the list of your emails on the right. Displayed on the right are the messages’ subject lines and pre-header text. That’s valuable real estate, and many marketers don’t take advantage. The length of your pre-header messaging is set by your recipients email clients. However, a good rule of thumb is to keep it 60 or less characters.

The Subject Line

Even more important than the “from” address is your subject line. The subject line determines if recipients will open your message or delete it from their inbox. Thus, you’ll want to ensure that your subject line is eye catching. 

Let’s use a practical example to illustrate. Pretend you are offering a webinar about cybersecurity— a few suggestions for how to write a good subject line:

  • Pose a question or thought-provoking statement – “Is Your Database Protected From the Latest Viruses?” or “How to Know If You Have Enough Security for Recent Cyber Attacks”
  • Tease the subject followed by stating what you’re offering— “Best Practices for Data Security | Free Webinar”
  • Use your webinar title— “Understanding the Top Cybersecurity Threats and How to Prevent Them”
  • Lead with the desired action followed by the topic—“Register Now: Pressing Cybersecurity Threats and Prevention Tactics”

Be sure, too, your subject line follows best practice guidelines:

  • Your webinar invite subject line should be 65 characters or less.
  • Front-load what’s most important to you. (meaning it appears at the beginning of your subject line)
  • Don’t be afraid of the word “Free” or “Complimentary.” ESP algorithms now look at the entire message, not just the subject line. Words like “free” used to be taboo and guaranteed to land your message in the SPAM filter, but it’s not a definitive rule anymore. Our advice: use it sparingly, but there’s no need to avoid it altogether.
  • Always test different subject lines to know what works best for you.
  • Never deceive your audience. Your subject line should accurately reflect what your email is about; anything else will cause you to lose trust with your audience.

For additional inspiration, Optin Monster offers a list of 164 best email subject lines to get your creative juices flowing.

Your Webinar Email Opening

Congrats, people are opening your email! Now, let’s ensure that people are reading the email. A common mistake is assuming recipients remember your subject line and continue reading your email with this thought in mind. This is not always the case. It is essential to provide a recipient with context of your message right off the bat. We recommend starting your email with a hero image that includes the name of your webinar, date, and time plus simple branding. Or, you could put a simple logo with your message following after. Third, you could construct a headline introducing your message. What do we mean by each of these?

  • If using an image, make sure the image adds value. The most important “real estate” of any email is above the fold, and what recipients see first—make your image count or skip in and try one of the other options instead.
  • Many brands are trending towards using simple branding or their logo displayed at the top of the message. Using a logo communicates who you are and gets readers into the “meat” of your message faster. Your logo needn’t be superjumbo; make sure it’s proportioned for the email appropriately and doesn’t consume the entire preview pane space.
  • Starting your email message with a headline provides an excellent visual element, reinforces your topic, and draws your reader into the balance of your message. You have many options for your headline, including repeating your subject line, using the name of your webinar, or writing a variation of either one. Headlines that fit on one line for desktop readers work well visually and for mobile reading, too.

Webinar Email Body Copy

Now, we start to get into the “meat” of your webinar invite message—the body copy. Be concise with your words and strive for clarity over cleverness. Your objective is to introduce your topic, then present your webinar title, date, and time. A great way to reinforce your webinar’s relevance is by reminding your audience why your topic is a pressing pain point or challenge. For example, “In Q1 alone, we saw 50,000 new cyber threats emerge, and the hackers are getting cleverer in their attacks.”

Once you cover the basics, start expanding further with “what you will learn” bullets. Just as the name suggests, highlight 3-4 key takeaways your audience can expect by attending this webinar. Ideal bullet material includes what your speakers will be covering in the webinar, and personal gains from attending the webinar. A personal gain could be anything from a continuing education credit to networking opportunities, or even a gift giveaway.

Closing Copy

Following your bullets, your closing copy should tie everything together and tell your audience what they should do next, register now! A closing copy shouldn’t be long, but it should be action-oriented. If space is limited or other incentives are offered for early registration, be sure to mention in your closing copy. This creates a sense of urgency which prompts readers to take action now.

Call to Action

A popular question among marketing professionals relates to how many calls to action (CTAs) a webinar email should contain. We believe this answer can vary depending on the length of your email. The one action your email should offer is to register for the webinar. If your opening copy is longer, you might place a “Register Now” button after the opening paragraph and webinar visuals.

If your email copy is shorter, you might only have one Register Now button at the end of your message. Regardless of the length of the webinar invite message, we encourage using BOTH text and button links to your registration page. You should always make sure it’s convenient for the reader to respond, and using both text links and buttons allow the reader multiple options to take action at the point they’re convinced this event is a must-attend.

Not sure what verbiage to use for your CTA? Get ideas from Hubspot’s post, 40 Call-to-Action Examples You Can’t Help But Click.

We would also be remiss if we didn’t stress the importance of using a button in your message. According to Campaign Monitor, using a button can increase your click-through rate by 28%. Buttons can also visually break up paragraphs of copy if your message is longer. Of course, especially when using text and button CTAs, be sure to review your email analytics to fully understand how readers engage with your webinar email and which CTA is most effective.

Operational Components

While this is standard for most email platforms, just a reminder that all webinar emails need to be compliant with CAN-SPAM guidelines. Webinar invites are not considered operational; they are marketing communications. Failing to be compliant with Federal (and any individual state) regulations can get you in hot water. CAN-SPAM compliance includes including your company name, a physical address, a phone number, and an unsubscribe link in the footer of your email and promptly honor all requests to be removed from your list.

Want more tips on how to effectively market your webinar? Download our free guide, The Ultimate Guide to Webinar Promotions.

Contentware us AI and your landing page to create an entire marketing campaign for your webinar – in minutes. All you do is build the landing page and Contentware does the rest. Want to see it in action? Sign up for a free demo!

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